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Food Lion rolls out new brand strategy to 268 stores


Salisbury, N.C. -- Grocery chain Food Lion, a subsidiary of Delhaize America, said Wednesday that it has rolled out a previously announced new brand strategy to 268 stores in Virginia, West Virginia and North Carolina. These markets are the first stores in 2012 to unfurl the new strategy, which is based on customer feedback.

"As part of our new strategy, we are committed to being recognized as a price leader, making our stores easier to shop, offering the greatest value in store brands and providing fresh produce,” said Cathy Green Burns, president of Food Lion. “We believe our new brand strategy enables us to better serve our customers in these markets."

The strategy combines lower pricing with a new shopping experience focused on ease and convenience. In tandem with the brand strategy rollout, Food Lion remodeled 20 stores, and transitioned eight Bloom and six Bottom Dollar Food stores to Food Lion stores.

In January, the company announced plans to accelerate the rollout of the strategy to an additional 600 to 700 stores by the end of 2012. The just-announced 268 locations are the first step in the rollout.

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